这其中，中国高端鹅绒服品牌高梵同样具有代表性。杭州大厦精品店的落成，不仅是高梵全球化高端布局的关键一环，更成为观察本土自主品牌高端化路径 的窗口。 渠道策略："灯塔式布局" 在商业领域，规模化常常是个极具诱惑的词汇，因为只要拥有足够的资本扶植、资本投入，通过大量开店，亦或采取低价竞争策略，抢占份额，一个品牌、 一个企业能在短时间内迅速垒起知名度，垒起规模优势，但这样的优势，往往是脆弱且不可持续的，过去不少品牌风暴般来袭又黯然退场的例子不胜枚举。 反观高梵，它极度克制，稳扎稳打，它要的不是短期规模化的扩张，而是一步步下笨功夫，夯实产品力、品牌力，以战略定力精选渠道布局。战略定力一词 说来轻巧，但并不容易，需要对长期目标的绝对笃定。高梵创始人兼董事长吴昆明指出："高梵坚持长期主义，不追逐短期爆款，不迎合快消逻辑。因为我 们深知，高端化是一场马拉松，比拼的不是瞬间爆发，而是持续的定力与耐力。这份定力，源于我们对一个目标的坚定信念——成为全球两大高端鹅绒服品 牌之一。" 杭州大厦的布局，对于高梵，乃至对于本土品牌的发展，皆具有标志性意义。 渠道定位往往直接影响品牌价值感知。高梵的渠道策略呈现鲜明特征，其核心逻辑是通过 ...

时隔20年，中国高端品牌等来了市场拐点。 据时尚商业快讯，高端鹅绒服品牌高梵昨日在杭州大厦开设精品店，并以此开启高端渠道战略，引发市场的广泛关注。 杭州大厦不仅是杭州老牌商场，更是国内名列前茅的奢侈品地标性商场，拥有LV、爱马仕等数百个国际品牌，市场消息称2023年销售额达到130亿。 作 者 | Drizzie 高梵期待的是一个中国高端品牌能够真正被看见的舞台 国内奢侈品地标商场杭州大厦2023年销售额达到130亿 作为少数专注做高端鹅绒服的品牌，高梵在近年来闯入国内中产人群视野，在线上市场迅速扩大品牌影响力，2024年高梵创始人吴昆明曾向微信公众号 LADYMAX透露，品牌年GMV已经超50亿。 选择从杭州大厦开启高端渠道战略，高梵的选择耐人寻味，随着国内高端商场在各地扩张，不少品牌在开设首店时更倾向于连锁型商场，以期获得打通渠 道后，在各地快速复制的规模扩张。 高梵进驻仅此一家的杭州大厦，一反上述惯性思维，暗示品牌的目的不在速度，路径也并非机械化的复制。 在线上市场建立优势后，高梵于2024年初始布局线下，就选择了两家全球店王，在法国莎玛丽丹百货和中国北京SKP商圈开设限时店，成为除Moncler以 外 ...

Core Insights - The opening of the high-end store of Gaofan in Harbin marks a significant milestone, achieving over 400,000 yuan in sales within the first two days, showcasing strong consumer demand and brand appeal [1] - Gaofan's strategic positioning in the Northeast market capitalizes on the growing demand for high-quality winter apparel, driven by the region's unique climate and tourism trends [2] - The brand's extensive patent portfolio and commitment to quality have established a strong competitive advantage in the high-end down jacket market [7][10] Channel Strategy - Gaofan's success in Harbin is attributed to its deep understanding of the Northeast market and precise channel strategy, leveraging the region's booming ice and snow economy [2] - The choice of Harbin's Xicheng Hongchang as a location reflects Gaofan's foresight in targeting high-traffic areas with a mature customer base, enhancing brand visibility and alignment with its premium positioning [2] - The brand's expansion strategy includes establishing flagship stores in key cities, creating a robust regional retail network that effectively captures the benefits of the ice and snow economy [3] Product Strength - Gaofan's product strength is underpinned by 185 invention patents, making it a leader in the global down jacket industry, with a focus on quality and innovation across the entire supply chain [7] - The brand's commitment to sourcing high-quality down from top regions and maintaining strict quality control through proprietary breeding bases ensures the superior quality of its products [7] - Innovative design and technology integration in Gaofan's down jackets provide a blend of functionality and fashion, appealing to modern consumer preferences [10] Experience Empowerment - Gaofan's flagship stores offer immersive experiences that go beyond traditional retail, enhancing brand value and consumer engagement through carefully curated environments [12] - The store layout is designed to facilitate easy navigation based on usage scenarios, allowing consumers to quickly find products that meet their needs [13] - The presence of brand ambassadors and interactive experiences at the store launch amplify consumer interest and drive word-of-mouth marketing [13] Full Channel Collaboration - Gaofan's growth strategy is characterized by a synergistic approach that combines online sales with offline experiences, creating a sustainable growth ecosystem [14] - The brand's ability to convert online traffic into in-store purchases through engaging experiences exemplifies its effective marketing strategy [14] - Gaofan's commitment to quality and customer satisfaction fosters high repurchase rates, transforming single transactions into long-term customer relationships [15]

Core Viewpoint - Lei Jun, recognized as the "Growth King" in the 2025 Hurun Rich List, is investing in the down jacket sector, specifically in the high-end goose down brand Gaofan, which has recently completed a new round of financing from Jun's Shunwei Capital [2][6][7]. Company Overview - Gaofan was founded in 2004 by Wu Kunming, who faced significant challenges early on, including a supply chain collapse due to surging orders, leading to a debt of 100 million yuan [3][9][10]. - In 2020, Wu made a strategic pivot by eliminating the duck down product line to focus solely on high-end goose down jackets, resulting in annual sales exceeding 5 billion yuan [3][11][12]. Market Position and Challenges - Gaofan is currently facing multiple challenges, including a slowdown in global high-end down jacket market growth and increasing industry competition [4][19]. - The company is actively seeking new opportunities, such as targeting the rapidly growing light outdoor market and launching a children's clothing sub-brand [5][19]. Strategic Initiatives - Gaofan is enhancing its online and offline channel strategies, with significant sales contributions from platforms like Douyin (40%) and Tmall (over 30%) [12][17]. - The brand is also expanding its physical presence, having opened new stores in cities like Changchun, Harbin, and Changsha [17][28]. Product Development and Innovation - Gaofan's product lines include three series (Gold, Black, and Twin) priced between 1,000 to 5,000 yuan, focusing on high-quality materials and innovative designs [16][17]. - The company emphasizes R&D, with annual investment in innovation accounting for 6-8% of its revenue, leading to a strong patent portfolio [17][24]. Industry Trends - The down jacket market is evolving from a "winter necessity" to a "quality lifestyle" focus, with consumers demanding higher quality products [14][15]. - The domestic light outdoor market is expanding rapidly, projected to reach 45 billion yuan by 2025, with a significant portion of the population showing interest in lightweight outdoor activities [25]. Competitive Landscape - Gaofan competes with established brands like Bosideng and Canada Goose, as well as outdoor brands such as Nike and Adidas, in a highly competitive environment [19][25]. - Despite its growth, Gaofan needs to improve consumer experience and brand positioning in high-end markets, as indicated by customer complaints regarding product quality [25][28].

Core Insights - The high-end goose down jacket market is experiencing a new round of industrial upgrades driven by consumers' increasing demands for functionality, quality, and suitability for various scenarios [1][2] - The focus has shifted from basic warmth to a new stage characterized by functional segmentation, technological enhancement, and traceability of raw materials [2] Group 1: Industry Trends - High-end consumers are now considering factors such as down source, loftiness, and cleanliness as critical decision-making criteria [2] - The release of the "Down Development Trend White Paper" highlights the industry's urgent need for standardized and sustainable raw material quality [2] Group 2: Company Strategy - The company GaoFan has positioned itself as a key player by leveraging a global supply chain for high-quality goose down and continuous technological innovation [1][2] - GaoFan has established a dedicated goose down base in Hungary, becoming the leading Chinese brand in terms of goose down imports from Hungary in 2024 [2] Group 3: Technological Innovation - GaoFan leads in the number of invention patents in the global down jacket sector, integrating technology into product development [5] - The company employs advanced technologies such as Canadian water-repellent down and Swiss antibacterial technology, addressing issues like down leakage and enhancing product reliability [5] Group 4: Product Development - GaoFan has expanded its product usage scenarios, with its "Functional Series" outdoor down jackets gaining popularity among elite groups and supporting expeditions for the China Polar Research Center [6][8] - The latest product, GaoFan Functional Down Jacket 5.0, features advanced materials and design, reflecting a comprehensive upgrade in technology and aesthetics [8] Group 5: Market Positioning - The pursuit of high quality, strong functionality, and good design by consumers is pushing brands to elevate their offerings [8] - GaoFan's strategy of utilizing global high-quality goose down resources and hard-core technology provides a reference path for Chinese goose down brands to compete internationally [8]